Exploring Fashion Ads 2/3

Exploring GSR and Eye-Tracking Technologies in Research

As part of my field study project, I've been diving into the fascinating world of physiological and behavioral data collection using advanced technologies. Here, I'll share my experiences and reflections on two key technologies: Galvanic Skin Response (GSR) and eye-tracking glasses.

GSR Technology: Challenges and Insights

Initially, I planned to use GSR technology in my research to measure changes in the electrical conductivity of the skin, which can indicate emotional responses. However, I quickly realized that GSR isn't suitable for short-term experiments. This technology excels at detecting changes over time, and if those changes are minimal, they barely register on the device. This makes it difficult to obtain meaningful data in short-duration experiments.

Additionally, GSR readings can be affected by variations in the participant's emotions and health, which need to be stabilized. However, some variations are inevitable and can't be fully controlled. Therefore, GSR is more effective for experiments involving sudden emotional changes or longer durations, like watching a movie, to gather valid data.

Eye-Tracking Glasses: Opportunities and Limitations

In another part of my research, I used eye-tracking glasses with participants viewing a set of prepared photos. The eye-tracking technology is incredibly interesting because it even captures details like the participant's iris. So you can see your own IRIS from different angles.

However, there are some limitations. Eye-tracking glasses are best suited for environments with a limited number of areas of interest or for identifying general patterns. In my case, I need to record the fixation time on each object and the sequence of looking across multiple objects. Analyzing data from eye-tracking glasses becomes quite complex with multiple sets of photos compared to just one set. And the challenge from different views and angles of participants made the analysis even more difficult.

Marketing Intern 2/3

Hi! Several weeks have now passed since the start of my marketing internship. I'm currently working on my second project, which involves developing a comprehensive plan for the company to offer custom-made jackets to its customers. My task is to develop the plan from start to finish. What will the concept look like? How much will it cost? How should we market this in the most effective way? This project is extremely interesting, and I'm really enjoying it. I have also spent time in the photo studio assisting with various tasks, which has been very engaging. Additionally, I helped out with two outlets in Stockholm that State of Elevente participated in. There isn't much time left before my internship ends and I move back to Gothenburg. In my next update, I'll share details about my final project and my experience visiting the headquarters in Åre.

Performance Marketing Intern #3

 Hi everybody!

This is going to be my last blog post. Time really does fly! 

As I mentioned in my last blog post, there has been some major changes to the B2C department here. Starting from last week, the digital marketing for US and Canada has been fully assigned to the local marketing agency. It's great to see the company is opening up every opportunity to optimize their digital marketing results. Hopefully the local marketing team will contribute even better sales!

That means there has also been a bit shifts for my daily work. I'm focusing on market research now for the online team here together with some assistance for my coworker with performance data. As the market research is going to be part of a background proof for development in every target country market, the information to seek is huge. I've tried to use Google as searching tool for almost two weeks, but the information was quite scattered. So I then tried different AI tools like GPT, research AI from Statista (we have access to premium as a student in Högskolan, remember to use that if you need!). The results are amazingly helpful. For example,  I could easily identify all big competitors in all target country, even with the ones that are not born there but receive great presence there. This experience also corresponds to my report on big data in international marketing!

It was also great to see this company keeps seeking for better customer experience and improvements. I observed my coworker’s jobs on modifying the trousers website with pop-ups. It is such an improvement for the difficulties that some people are not sure which kind of performance wear they need. In this pop up, customers get to fill in a survey where they can base on their gender, toughness of material required, functions, fit, and budget to help with the purchase decision. Previously, there was data showing the long time people stay on the trousers page, and low conversion on some expensive pairs, so this improvement will really help people to know better about the exact product to purchase. For companies that have many SKUs of products, this for sure is very helpful.

Last but not least, the passed months I've also trained more on my Svenska! As all my coworkers are Swedish, I listened to their conversations to train my listening during lunch, and also tried to embark with some conversations, had a few meetings in full Swedish 😆Buut it took me almost two months to fully get around with everybody in my team. So I can say it was definitely not the easiest thing to blend in a company full of Swedes. If I can give some words to international students who want to work in a Swedish company: don't give up when Swedes are a bit distant in the beginning, they are actually very nice, so give it a bit time!

Two more weeks to go. See you at the presentation time! Good luck to you all!

Ruiqi Pan

Production Internship 3/3

Hello everyone,

We're approaching the end of the internship, with only 3 weeks left until I move back home to Gothenburg. The past few weeks have been hectic with a heavy workload, but I'm slowly but surely starting to feel like a part of the team and not just the "new intern" anymore. With more responsibility, I feel more independent, which has allowed me to grow and learn so much. I'm becoming increasingly fascinated by Fjällräven as a company, and I feel that I'm gaining more trust from the people in my team. Recently, my tasks have involved analyzing a variety of products, ensuring they meet the standards for bulk production, reviewing current methods to streamline our processes, and how we work with production, productivity, sustainability, and strategies. 

I hope everyone is doing well!

Insights of the past weeks: Blogpost 3/3

Going into my second half of the internship at the Management Department of the company.

I find myself reflecting on insights gained over the past few weeks during this internship period. During these weeks I’ve worked with market research and consumer behaviors in different cultures. It has been a great opportunity to collaborate and learn from talented and experienced colleagues. Whether it has been meetings where brainstorming ideas for re-branding has been the focus or problem-solving in the face of unexpected challenges or how to work with sustainability related issues, teamwork has been crucial. Looking ahead, I'm excited to continue writing the report based on the knowledge, reflections and skills I've gained during my internship. I’ve also gotten aware of how important it is to take the opportunity to gain practical insights with an open mind in order to learn and grow within the industry.

Exploring CLO 3D for Enhanced Digital Product Development (2/3)

Hey everyone,

I’m excited to share more details in my second blog post about my field study project. In my last post, I talked about how I learned CLO 3D software myself. Now, I'll share how my colleague and I developed self-learning materials for beginners.

Learning CLO 3D on my own was quite a journey, and it really helped me understand what beginners might struggle with. Working alongside my colleague, we brainstormed ways to make the learning process not just informative but also enjoyable. We wanted our module to be like a friendly guide, motivating learners to keep going even when things got tough.

We started by laying down the basics, making sure to explain everything in a simple and clear way. But one of the biggest challenges we faced was finding good learning materials and practice files. We realized that having access to these resources is crucial for effective learning for the learners. So, we made sure to include them in the module, giving learners the chance to practice what they’re learning.

In addition to text explanations, we also included visuals and videos. Why? Because we know that different people learn in different ways. Some people might find it easier to understand a concept when they see it visually, while others prefer watching a video demonstration. By including a variety of materials, we hope to make the learning experience as effective and enjoyable as possible.

To sum it up, our goal with this module is to make learning CLO 3D not just educational but also fun. We want to support beginners every step of the way and help them build confidence in their skills. So, whether you’re just starting out or looking to improve your CLO 3D expertise, we’ve got you covered!

Malucette Adventure 3/3

 Hello everyone, I hope you're all well!

The last few weeks have been very intense at Malucette. As I said in the last blog, MALUCETTE has moved to a new office, which is still very nice. I can do my personal project and my internship in the same environment, which is so nice.

Speaking of my internship. 

In the last week of April, I focused on CSR and CS (Customer Service).

- CSR:

I had a meeting with the manufacturer of MALUCETTE from Portugal, which was super nice, I'm still missing some information because the person I talked to was the middle woman: she's the link between MALUCETTE and the manufacturer. During this meeting I focused on 2 main topics

1. Discover the company Malucette has chosen to work with.

2. How to improve the relationship between MALUCETTE and the manufacturer.

I can't talk about the result because it's confidential, but it helped me a lot to understand the supply chain and how MALUCETTE works with it.

I also had a meeting with the manufacturer of MALUCETTE in Tunisia, I met the CSR manager who's also a salesman and works in human resources. At the same meeting I met another trainee, she's working in CSR. The meeting was very interesting in a way that we (she and I) prepared for this meeting together. So I skipped this part "1. Discovering the company Malucette has chosen to work with" and focused more on this part "2. How to improve the relationship between MALUCETTE and the manufacturing company". I still can't talk about the results, but I understood 100% MALUCETTE's supply chain, how the company works with its manufacturer.

I did a feedback to both CEO of MALUCETTE and we're going to work on supply chain together. I'll see what can be done directly and what can be improved in the future.

- CS:

I'm still calling customers, MALUCETTE is having stock problems, so 80% of my time is spent on customer service, trying to find out if they want to exchange products, get a refund or wait for MALUCETTE to get the stock back.

It's not fun every day because customers can be very rude because they can be very nice. 

In the first week of May,

 we had a big meeting in the intern, it was very necessary. MALUCETTE has been on a roll for over a month now and the team members, including myself, were overwhelmed by many things. 

We booked a whole day to talk and communicate with transparency. In a start-up like MALUCETTE, 7 members, the mood in the intern is very important. 

It's getting better now :)

This week I didn't work more on CSR and focused on customer service like last week. 

I also think I'm going to focus my internship on "How to set up a compensation policy at MALUCETTE".

I'm still thinking about it.

Have a good week everyone!

Logistics Intern 2/3

Hi again! 

Since I made my first post a couple of weeks ago, I have been exploring the world of transportations and hauler management. As with the majority of fashion brands, my internship company does not own any own vehicles and all transportations are outsourced to different haulers depending on where the customer is located, if it is a B2B or a B2C customer, the volume of the shipment, and so on. Since the transportation industry is continuously changing with new innovations and new actors on the market current contracts needs to be continuously overlooked in order to evaluate if more efficient solutions are available. 

The past week, I have been looking into our possibilities of expanding the use of electrical trucks and analyzing which destinations this would be a good solution for. This has been a really interesting investigation, since there is more parameters to consider when it comes to electrical trucks compared to the "old school" ones. Access to loading stations is one parameter since that is still not available everywhere. Therefore, it is not obvious that closer destinations is a better fit than destinations further away since the efficiency of having fully electrical routs is highly dependent on that there is loading stations along the way- which is not always the case. Nevertheless, it feels really hopeful that we are moving towards a less polluting transportation industry and that both haulers and contractees are invested in its development so that we together can create a more sustainable future. 

Building a sustainable fashion community (1/3)

 Hi everyone! 

It has been a while since we all embarked on our own individual adventures. For some time I have had a business idea in the back of my mind. Slowly but surely taking shape. Therefore, I decided to start taking it seriously by dedicating my field study to developing it further with the help of Drivhuset. 

For a couple of years, I have been a sustainable fashion enthusiast both personally and professionally. What I have noticed over time is that a lot of people are interested in learning how to enjoy fashion sustainably, but often don´t know where to start as there is a lot of misleading information out there. People have expressed that they feel overwhelmed and demotivated after hearing all the negative stories. Therefore, I decided to make it my mission to bring joy and inspiration back into sustainable fashion by making it a more accessible and light-hearted topic. I want to do this through organizing frequent inspiring workshops, events, lectures and discussions, blending the academic, professional and consumer.

 

The past weeks I have been refining my idea. Who is my target audience? What value can I bring? And how can I make such a social initiative profitable? Drivhuset has provided invaluable guidance in approaching these questions. Last week, the other entrepreneurship students and I finished a 4-day crash course in starting a business, gaining insights into researching the target market, competitors, branding, financing and pitching. It was great to have the opportunity to work with our ideas while getting real-time feedback from experts! 

Finally, I had the chance to go back to The Netherlands, my target market, to interview my potential target audience. I had very interesting conversations about their views on the topic! The upcoming weeks I am going analyse these conversations to better understand how young adult consumers consider sustainability in fashion and how it influences their consumer behavior. 

I am excited to share these new insights with you! 

Hanne